Chilled fish continues to see the effects of inflation, with volume down 6.5% overall and value declining 1.3%, as shoppers made 5.3 million fewer trips to the category in the 12 weeks to the 3rd December, compared to 2016.

According to the latest data from Kantar Worldpanel, meat, fish and poultry (MFP), promotional support for the category is down, with 19% less volume sold on deal, as retailers use fewer Temporary Price Reductions (TPRs).

In addition, salmon continues to be the species most affected by inflation and is driving volume losses for the category, particularly from natural, smoked and added value lines.

Prices are up 13% (or £1.84 per kilo) – resulting in four million fewer shoppers taking trips which include salmon compared to last year.

On the other hand, chicken, pork and other red meat are the only primary categories to have recorded volume growth, compared to last year, with pork remaining the ‘star performer’ in both value and volume terms.

According to the latest data, MFP volume sales were all in slight decline compared to 2016, with value rising through inflation.

Pork’s growth was slower during the aforementioned period than in Kantar Worldpanel’s previous update, but it still growing well ahead of the market.

The consumer panel also highlighted that inflation continues to affect the primary MFP categories more than the processed markets, which are all growing in volume and seeing lower inflation levels.

In addition, consumers are responding to rising prices with a mixture of trading down and different choices about the markets, proteins and cuts they buy.

Nathan Ward, business unit director for MFP, commented: “The growth of pork is the main story in primary meat, having moved away long term decline to three consecutive periods of growth. This has been fuelled by 2.1 million more trips than last year as 290,000 more shoppers buy the protein.

“As a result we see strong growth despite prices rising 7.4% over the period. Mince is performing strongly with volume up 29%, followed by leg joints (+22%) and diced or cubed pork (+20%) as the AHDB midweek meal campaign continues to raise awareness and put pork front of mind for consumers.”

Ward also explained that fresh processed meat and poultry were the categories having showed the strongest growth at the period, benefitting from an increase in Y for £X deals and meal deals.

What’s more, processed poultry sees the fastest value and volume growth, adding 6.6 million more trips this year as promotional volumes rise 12% – giving shoppers a choice to make at the fixture.

More specifically, pork was up by 2.7% in volume and 9.7% in value year-on-year, along with chicken, which saw a 0.8% increase in volume and 1.9% drop in value.

Beef was down 2.3% in volume year-on-year, but marked a 2.2% lift in value.

By contrast, fresh processed poultry volume was up 8% year-on-year, along with bacon at 3.5%, sausages at 3.4% and burgers and grills at 4.6%.

According to Kantar Worldpanel, growth is being driven by those aged 55 and over, empty nesters and retired shoppers, showing the convenience trend extends to all age groups.